ourgeneration.co.uk website review

5 images could be 306 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 1.0 s faster on a phone.

A phone's processor spends 7.2 s on main-thread work while loading, 2.3 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

Your mobile performance score is 64. Pages that score under 90 lose visitors before the first paint.

8 third-party services load with your homepage (Shopify, Bazaarvoice and Klaviyo and others), adding 1.0 MB and 891 ms of main-thread time.

6 files block the first paint until they finish downloading. Deferring or inlining them could save about 900 ms.

Shopify costs a phone 481 ms of main-thread work and 546 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

The page has 2,401 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

Klaviyo costs a phone 169 ms of main-thread work and 311 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

About 64 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 150 ms faster on a phone.

14 long tasks block the main thread while loading, the longest for 138 ms. During a long task the page ignores taps.

About 64 KiB of JavaScript is downloaded but never used on this page.

9 files are served with short cache lifetimes, so returning visitors download them again (42 KiB).

Polyfills for old browsers add 19 KiB JavaScript that modern phones do not need.

Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.

Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.

3 KiB could be saved by minifying CSS.

Real Chrome users on phones do not pass Google's Core Web Vitals on this page (28-day field data from the Chrome UX Report (opens in a new tab)). Google uses this in ranking.

The page becomes fully interactive after 17.8 s. Good is under 3.8 s.

Your largest element takes 7.1 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.

Visually, the page fills in at 8.3 s (Speed Index). Good is under 3.4 s.

Real visitors wait 219 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

Over the last 25 four-week periods to 2026-11-07, real Chrome visitors' tap response (inp) went from 134 ms to 185 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Scripts block taps and scrolling for 242 ms in total while the page loads. Good is under 200 ms.

Over the last 25 four-week periods to 2026-11-07, real Chrome visitors' largest content (lcp) went from 1.1 s to 1.1 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 90.2 MB in 482 requests on a phone: media 85.6 MB (6), images 2.0 MB (43) and other files 1.2 MB (221). Under 2 MB keeps phones on slow connections fast.

By the Sustainable Web Design model, a visit to your homepage emits about 25.57 g of CO₂e: 3068.6 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

Delayed refresh under 20 hours must not be used: 1 element on the page fails this check, rated critical by axe-core.

7 images have no alt text, which hurts accessibility and image search.

All page content should be contained by landmarks: 1 element on the page fails this check, rated moderate by axe-core.

2 text elements don't have enough contrast against the background to read easily, especially outdoors on a phone.

Headings should not be empty: 1 element on the page fails this check, rated minor by axe-core.

Headings skip levels (h1 → h3 and h2 → h4), which makes the page harder to scan with a screen reader.

No meta description, so Google writes its own snippet from whatever text it finds.

Your title is only 17 characters: “Our Generation UK”. Between 30 and 65 characters leaves room to say what you do and for whom.

There are 2 <h1> headlines (“Our Generation UK” and “Gift Inspiration: Love U Latte”). One clear main headline is easier for people and search engines.

No Open Graph image, so links shared on LinkedIn, Slack or Facebook show no preview picture.

No favicon is declared in the HTML, so browser tabs and Google's mobile results may show a generic icon.

The homepage links to 120 pages on ourgeneration.co.uk and 6 external pages.

Your Organization JSON-LD is missing sameAs (social profiles), description and contact details. These are the facts AI assistants use to describe a business and to tell it apart from others with a similar name.

There is no https://ourgeneration.co.uk/llms.txt, a short Markdown guide to your key pages for AI tools (llmstxt.org). It is optional and few AI tools read it yet, so treat it as a cheap extra.

https://ourgeneration.co.uk/collections/dolls, https://ourgeneration.co.uk/collections/new-arrivals, https://ourgeneration.co.uk/collections/regular-dolls, https://ourgeneration.co.uk/collections/activity-dolls and https://ourgeneration.co.uk/collections/doll-book have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 53 found) and read each the way a search engine does.

1 error was logged to the browser console while the page loaded, for example “Failed to load resource: the server responded with a status of 429 ()”.

On a phone, there is no call to action on the first screen: visitors have to scroll to find out what to do next.

No testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.

No analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.

No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

The homepage has only about 10 words of visible text; thin pages give Google and first-time buyers little to go on.

No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.

No known cookie consent tool loads with the page. Some sites build their own banner, and some only show one to visitors from the EU.

Loading the homepage contacts 2 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.